Free Essay

Advanced Marketing

In: Business and Management

Submitted By emma18
Words 1531
Pages 7
M.A. Digital Culture and Technology

Digital Effect
Dissertation Proposal

Introduction
The aim of this dissertation is to question the nature of digital cinema and its relationship to analogue filmmaking. I would like to argue that “pure” digital or analogue cinema does not exist anymore. Even films which are shot and edited using digital technology, in most cases, eventually will be printed onto film in order to be projected. I am interested in the transformation of storytelling and narration caused by digital revolution. I will analyse the shift that occurred in cinema after 1997, when the video techniques became more popular. I would like to avoid simplifying or dismissive statements about the aesthetics developed by digital techniques. It is a very rare occurrence for a film to be entirely analogue or digital. Therefore, I intend to talk about the intersection of digital and analogue techniques and the effect that digital practices have upon the tradition of storytelling. In their analysis of new media, Anna Everett and John T. Caldwell describe this intersection of analogue and digital with a term “digitextuality”. This fusion of “digital” and “intertextuality” illustrates the process in which old media acquire new shape and form:

M.A. Digital Culture and Technology

New digital media technologies make meaning not only by building a new text through absorption and transformation of other texts, but also by embedding the entirety of other texts (analogue and digital) seamlessly within the new. 1

My intention is to discuss the artistic rather than economical aspects of digital cinema. Simply because digital filmmaking is cheaper and more accessible than 35 mm film and it is difficult to argue with it. However, the fact that late 90s brought inexpensive cameras along with cheap editing software and Internet distribution had a great impact on film aesthetics. It encouraged creative people from various backgrounds to try their hands at filmmaking, which then gave very exciting results. New digital tools also allowed filmmakers to experiment with areas inaccessible to them before, such as animation or special effects. I do not plan to analyse genre films that are based on special effects, such as sciencefiction and horror films. I will be focusing mainly on “art house” films which use computer-generated imagery (CGI) with the intention of reinventing “reality” to match the character’s state of mind. However, I would like to refer to generic science-fiction films to point out the differences (and possible similarities) in filmmakers’ approach. The concept of digital cinema is very complex and it is surrounded by misconceptions. Therefore I will intend to clearly define my understanding of this phenomenon (i.e. define the ideas of “film”, “analogue video” and “digital video”).

1

Anna Everett and John T. Caldwell, New Media: Theories and Practices of Digitextuality (New York: Routledge, 2003), p.7.

2

M.A. Digital Culture and Technology

Research questions
• Can digital cinema be considered as an autonomous phenomenon, an original outcome of technology revolution, or is it merely a modification of the “old cinema”? • Are the differences between analogue and digital techniques limited to the technical issues or are we being witnesses to a revolution in storytelling too?


How does digital technology influence various aspects of the film style, such as narrative, editing, the use of special effects, mis-en-scène and cinematography?



Are there any distinctive themes emerging in digital storytelling that are uniquely representative for this new technique?

Methodology
I aim to explore the use of digital techniques in both digital and analogue contemporary cinema and make an attempt to distinguish potential trends provoked by the new medium. My dissertation will be divided into two parts: theoretical and analytical. In the first part I will present those theories and concepts that are, in my opinion, most interesting and valuable for the purpose of this research. This will include Lev Manovich’s article What is Digital Cinema?2, Holly Willis’ introduction to contemporary digital cinema - New Digital

2

Lev Manovich, What is Digital Cinema? (1995) Available from

3

M.A. Digital Culture and Technology

Cinema: Reinventing the Moving Image3 and the joint effort of Anna Everett and John T. Caldwell: New Media: Theories and Practices of Digitextuality.4 I will also present selected postmodernist theories of intertextuality and meta- and database-narrations by Jean Baudrillard, Julia Kristeva, Jean-François Lyotard and Marsha Kinder and I will relate them to particular examples of film. The second part of this thesis will be dedicated to the analysis of ways of applying digital techniques to elements of the film style. I aim to find stylistic coherence which would constitute “digital aesthetics”. I will analyse films that rely on the possibilities of: • Digital editing and its effect on the narrative: Memento (2000, Christopher Nolan), Ten (2002, Abbas Kiarostami) and Eternal Sunshine of the Spotless Mind (2004, Michel Gondry). • Special effects: Amélie (2001, Jean-Pierre Jeunet), Being John Malkovich (1999, Spike Jonze) , The Science of Sleep (2006, Michel Gondry) • Digitally transformed footage: Waking Life (2001, Richard Linklater), The Lady and the Duke (2001, Eric Rohmer) • Pioneering solutions: Russian Ark (2002, Aleksandr Sokurow) - recorded as an uninterrupted 87-minute take in uncompressed high definition video. Time

Code (2000, Mike Figgis) – four stories being told simultaneously on the screen divided into four quadrants. • “Elastic reality”5– methods of depicting reality and ways of distorting it - Full Frontal (2002, Steven Soderbergh), The Anniversary Party (2001, Alan Cumming,

3 4 5

Holly Willis, New Digital Cinema: Reinventing the Moving Image (London: Wallflower Press, 2005) Anna Everett and John T. Caldwell, op.cit. Lev Manovich, op. cit.p.5.

4

M.A. Digital Culture and Technology

Jennifer Jason Leigh), Tape (2001, Richard Linklater), American Beauty (1999, Sam Mendes) and films of Dogme 95.

All the films mentioned above were chosen due to their original approach to the potential of digital techniques. They will be discussed along with other examples of films that employ similar solutions, in order to establish the existence of style patterns.

Research timetable
December January February March April May June July August September

Intensive Research Final Proposal Dissertation Presentation Further Reading and Film Analysis Dissertation Draft Editing and Rewrites Deadline

8th 19th

15th

5

M.A. Digital Culture and Technology

Preliminary source materials
BOOKS:
Bolter, J. David and Grusin, Richard. Remediation: Understanding New Media Cambridge, MA: MIT Press, 1999. Bordwell, David. Narration in Fiction Film. London: Routledge, 1997. Braudy, Leo and Cohen, Marshall. Film Theory and Criticism: Introductory Readings. New York: Oxford University Press, 1999. Cherchi Usai, Paolo. The Death of the Cinema: History, Cultural Memory and the Digital Dark Age. London: BFI Publishing, 2001. Cubitt, Sean. The Cinema Effect. Cambridge, MA: MIT Press, 2004. Darley, Andrew. Visual Digital Culture: Surface Play and Spectacle in New Media Genres. London: Routledge, 2000. Druckrey, Timothy. Ars Electronica: Facing the Future. Cambridge, MA: MIT Press 1996. Everett, Anna & John T. Caldwell. New Media: Theories and Practices of Digitextuality. New York: Routledge, 2003. Gere, Charlie. Digital Culture. London: Reaktion Books, 2002. Harries, Dan [ed.] The New Media Book. London: BFI Publishing 2002. Johnson, Steven. Interface Culture: How New Technology Transforms the Way We Create and Communicate. New York: Basic Books, 1997. Krauss, Rosalind E. ‘A Voyage on the North Sea’: Art in the Age of the Post Medium Condition. London: Thames & Hudson, 1999.

6

M.A. Digital Culture and Technology

Liestol, Gunnar and Morrison, Andrew. Digital Media Revisited: Theoretical and Conceptual Innovations in Digital Domains. Cambridge, MA: MIT Press, 2003. Lunefeld, Peter. The Digital Dialectic: New Essays on New Media. Cambridge, Mass.: MIT Press, 1999. Manovich, Lev. The Language of New Media. Cambridge, MA: MIT Press, 2001. McClean, Shilo, T. Digital Storytelling: The Narrative Power of Visual Effects in Film. Cambridge, Mass.: MIT Press, 2007. Murray, Janet H. Hamlet on the holodeck : the future of narrative in cyberspace. Cambridge, Mass.: MIT Press, 1998. Pierson, Michele. Special Effects: Still in Search of Wonder. New York: Columbia University Press, 2002. Rieser, Martin and Zapp, Andrea. New Screen Media: Cinema/ Art/ Narrative. London: BFI Publishing, 2002. Willis, Holly. New Digital Cinema: Reinventing the Moving Image. London: Wallflower Press, 2005.

FILMS:
Adaptation (2002, Spike Jonze) Amélie (2001, Jean-Pierre Jeunet) American Beauty (1999, Sam Mendes) The Anniversary Party (2001, Alan Cumming, Jennifer Jason Leigh) Being John Malkovich (1999, Spike Jonze) The Celebration – Festen (1998, Thomas Vinterberg)
7

M.A. Digital Culture and Technology

Chuck & Buck (2000, Miguel Arteta) Conversations with Other Women (2005, Hans Canosa) Donnie Darko (2001, Richard Kelly) Eternal Sunshine of the Spotless Mind (2004, Michel Gondry). Full Frontal (2002, Steven Soderbergh) Hotel (2001, Mike Figgis) The Idiots (1998, Lars von Trier) The Lady and the Duke (2001, Eric Rohmer) Love Me If You Dare (Jeux d’enfants, Yann Samuel) Ma Vie En Rose (1997, Alain Berliner) Memento (2000, Christopher Nolan), Russian Ark (2002, Aleksandr Sokurow) Science of Sleep (2006, Michel Gondry) Schizopolis (1996, Steven Soderbergh) Tadpole (2002, Gary Winick) Tape (2001, Richard Linklater) Ten (2002, Abbas Kiarostami) Things You Can Tell Just by Looking at Her (2000, Rodrigo García) Time Code (2000, Mike Figgis) Tristram Shandy: A Cock and Bull Story (2005, Michael Winterbottom)
8

M.A. Digital Culture and Technology

28 Days Later (2002, Danny Boyle) Waking Life (2001, Richard Linklater)

9…...

Similar Documents

Premium Essay

Advanced Marketing Strategy - Shiseido (Japan)

...1.0 Business Description 1.1 Company Background Shiseido started off Japan's first Western-style pharmacy 140 years ago in 1872 (Shiseido, 2012) .Since then, Shiseido has led Japanese cosmetics technology and culture, it has expanded its business to countries and regions in Europe, Americas, and Asia/Oceania (Shiseido, 2012). Shiseido expands globally since 1957 in a number of countries in the Asian market, starting point in Taiwan then to Singapore, Thailand and China. Shiseido brand products are sold in 88 countries and regions including Japan ,as of April 2012 (Shiseido, 2012). Shiseido is accelerating the speed with which we are exploring new markets in order to deliver Shiseido brand products to more customers around the world. Currently Shiseido has 10 Research and Development sites and 15 plants in their production network. Primary product focus are on skincare and cosmetics, other product offerings includes healthcare, fine toiletries, restaurant operation and other activity. Their skincare range targets at women from 15 and above, having different skincare ranges for different age groups (Anon.). Their major competitors includes in Japan, local big players such as Kanebo and Kose.   2.0 Internal Analysis 2.1 Strengths Shiseido's strengths includes having more than 10 strong brands/lines, having the advantage in more than 100 years of skincare research and high quality assurance on the products they manufactured (Shiseido, 2012). Shiseido's current......

Words: 520 - Pages: 3

Premium Essay

Advanced Fuel

...Advanced Fuel Corporation Kaize Lei Yu Wu Minh Nguyen 1. The type of financing largely depends on 3 factors: - Financial status of AFC - Amount of upside gain in a diversified portfolio - Record of past banking involvement in corporate venturing Advanced fuels Corporation is still at the early stage of formation, thus it is unlikely to break even in the future years and its probability of bankruptcy is high. Due to the difficulty in classifying loans to friends into either current or non-current liabilities, the exact ratio cannot be calculated. If the ratio is less than 1, then this means AFC will have trouble paying interest repayments if business suddenly fails. Investment banks cannot achieve their desired results by forming portfolios of risky debt securities because it cannot share fully in upside gains beyond the stated interest rate. 2. Planning: Finding out all the advantages and disadvantages of the proposal. This involves looking at all the components of the business plan to see if it is reliable and that the information is reasonable. Researching: Find out what Dr. Aplin’s work and education history to establish what his skills are and if the skills are related to the firm he proposes to start. Capitalist’s analysis: This can mean talking to other entrepreneurs who have started business with an innovative idea and have now established themselves as a mature company. 3. Liquidation Value The liquidation value is the value if the business is......

Words: 1366 - Pages: 6

Premium Essay

Advanced Language

... Advanced Language Practice with key Michael Vince with Peter Sunderland English Grammar and Vocabulary MACMILLAN Macmillan Education Between Towns Road, Oxford OX4 3PP A division of Macmillan Publishers Limited Companies and representatives throughout the world ISBN 1 405 00762 1 with key ISBN 1 405 00761 3 without key Text © Michael Vince 2003 Design and illustration © Macmillan Publishers Limited 2003 First published 1994 This edition published 2003 All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, transmitted in any form, or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publishers. Designed by Mike Brain Graphic Design Limited Layout and composition by Newton Harris Design Partnership Cover design by Oliver Design Illustrated by: Ed McLachlan pp 109; Julian Mosedale pp 12, 39, 110, 123, 153, 176, 195, 217, 225, 257; David Parkins pp 3, 42, 73; Martin Shovel pp 10, 16, 56, 70, 117, 147, 235, 285; Bill Stott pp 122; Kingsley Wiggin pp 24, 27, 57, 191, 220. Photographs by: Eyewire, Photodisc and Andrew Oliver. The author would like to thank the many schools and teachers who have commented on these materials. Also special thanks to Peter Sunderland and Sarah Curtis. Printed and bound in Italy by G. Canale and C. S.p. A Borgaro T.se, Turin 2007 2006 2005 2004 2003 1 09 8 7 6 5 4 3 2 1 Contents Introduction Vlll Grammar......

Words: 101407 - Pages: 406

Premium Essay

Unit Assignment Unit Iv Advanced Marketing Mba 5501

...Sally Predue Unit Assignment Unit IV Advanced Marketing MBA 5501 Discuss what Brand elements would be most useful for differentiating your company’s brand from competing brands? According to Kolter and Keller (2012) brand elements are components such as logos, slogans, design, symbol and name that are a trademark which identifies the company’s product.(p.- 250) This type of branding will differentiate Arimount’s Everlasting 24 deodorant brand from the other competitive deodorant brands. Arimount has been in the hygiene business for over twenty years and their brand, logo, and name, is currently established; so they will continue to use them. According to Differentiating: Alternative ways to differentiate. (2008) the design of a company’s product can make the difference in getting the sale.(Para.-5). Arimount‘s design team has created an packing for each individual gender. This special packing is an attempt to attract women, men and teenagers. So, the packaging and design need to reflect targeted consumers. The women and teenage girl’s line will be compact packing. This factor helps to provide easy storage for their purse. Also, the packing design will be composed of soft girly colors, such as purple, pink, light greens and soft baby blue. Secondly, the men and teenage boys packing line will be composed of, red, black, brown, dark forest green. In essence, packaging is a vital element that is needed to help appeal to consumers and peek their interest. The......

Words: 1073 - Pages: 5

Premium Essay

Advanced Accounting

...element in deciding which accounting method to use. If few intercompany sales are made, monitoring the subsidiary through the application of the equity method is less essential. Conversely, if the amount of these transactions IS significant, the added data can be helpful to company administrators evaluating operations. Sophistication of accounting systems. If Pilgrim and Crestwood both have advanced accounting systems, application of the equity method may be relatively simple. Unfortunately, if these systems are primitive, the cost and effort necessary to apply the equity method may outweigh any potential benefits. The timeliness and accuracy of income figures generated by Crestwood. If the subsidiary reports operating results on a regular basis (such as weekly or monthly) and these figures prove to be reliable, equity totals recorded by Pilgrim may serve as valuable information to the parent. However, if Crestwood's reports are slow and often require later adjustment, Pilgrim's use of the equity method will provide only questionable results. McGraw-Hill/Irwin Hoyle, Schaefer, Doupnik, Advanced Accounting, 9/e © The McGraw-Hill Companies, Inc., 2009 3-1 Answers to Questions 1. a. CCES Corp., for its own recordkeeping, may apply the equity method to the investment in Schmaling. Under this approach, the parent's records parallel the activities of the subsidiary. Income will be accrued by the parent as it is earned by the subsidiary. Dividends paid by Schmaling cause a......

Words: 16464 - Pages: 66

Premium Essay

Mba 5501, Advanced Marketing Unit V Marketing Plan

...MBA 5501, Advanced Marketing Colombia Southern University Gillette has successfully convinced the world that “more is better” in terms of number of blades and other razor features. Why has that worked in the past? What next? Gillette is one of the well-known razor brand targeted at men. The razor has received popularity and accepted by men who entrust their faces and skin to Gillette. The technological innovation and commitment for quality and continues improvement geared towards the unique needs of men, which helps them to feel and look their best after each use. Gillette has been successful in convincing the world that more is better, in regards to the number of blades and other features of a razor. To be successful in the business, it is imperative that, a company understand the needs of its customers and ensure that those needs are met and available to customers. Gillette Company understands what men desire in their use of razors for their grooming and also understands and know how to market the Gillette brand to all men around the world. Also the technological innovations and breakthroughs has created the most quality and well soughed razors by men around the word. From the twin blade (Trac II), THE Ara , the introduction of the triple blade shaving system, and the six bladed fusion, Gillette has become the best grooming kits for men who seek fresh feeling, and has become a brand for billion(Kotler & Keller, 2012). Gillette believes in quality and......

Words: 1422 - Pages: 6

Premium Essay

Mba 5501, Advanced Marketing

...MBA 5501, Advanced Marketing Colombia Southern University Why has Amazon.com succeeded online when so many other companies have failed? Amazon Inc. is an American international e-commerce business. It started by Jeffrey P. Bezos in the year 1994. It is a world’s largest online retailer, the company managed to survive and successful, while many other companies failed. Amazon.com success largely depends on its ability to structure its business model in unexpected ways (Business Insider) Amazon.com provides a massive volume of products from various retailers, giving consumers a variety of options to choose from at a twenty four hour, seven days and three hundred and sixty days in the year. Consumer, again have the option to shop at any time of the day and could purchase all items needed at one time without having to go from store to store. To make it easier for consumers, Amazon.com “creates personalized storefronts for each customer by providing more information and more choices than could be found in a typical neighborhood store. Amazon.com survival and success also depended on its different ventures and willingness to invest in the latest internet technology, which intend made shopping online faster, easier and more personally rewarding to consumers and retailers. The ability to position its self not only as a bookstore but also as a technology company has not only increase the success of Amazon.com but has also met the retailing needs of companies of virtually all......

Words: 1466 - Pages: 6

Premium Essay

Advanced Medical Technology

...ADVANCED MEDICAL TECHNOLOGY CORP CASE 2. BA 280.1 EXECUTIVE SUMMARY The case analysis focused into determining whether Tom Winter (Western National Bank) shall approve Peter Haskins’ (Advanced Medical Technologies) application for an $8M loan. Advanced Medical Technologies, a young company who has invested in research and development and marketing in its three years of operations (1983-85), is seeking for WNB’s approval of the said loan to fund their growth to 1986. This was despite the fact that the company has already availed of short-term loans from Sunnyvale and two other banks and in all accounts fell short of meeting their responsibilities. On top of this, AMT has also opened itself to Biological Laboratories’ buying of shares and possible merger. Using Tom Winter’s perspective, the 3-year financial statements of AMT was analyzed and revealed that the company’s operating expenses have continually increased over the 1983-85 period, overdrawn credit limit at Sunnyvale. Despite these seemingly negative indicators of AMT’s financial health, the company still presents itself as a strong player in the industry with its Gross Profit (GP) Ratios which increased from 48 to 55% from 1983-853. For AMT to realize its full potential, it must ensure that it has facilities in place to support production. Hence, the group came to a conclusion that Mr.Winter should approve the entire $8M which AMT applied for. Furthermore, so as for WNB to continuously support AMT’s financial......

Words: 2003 - Pages: 9

Premium Essay

Advanced Marketing Research Theory : a Marketing Research Proposal

...websites. Specifically the secondary research should give us insight into how consumer behaviour and attitudes have changed over the years and if there is a connection between the change, in-store advertising, shelf space and product location. Research through newspaper and magazine articles, may show a trend, but majority of the information will be collected through online sources such as websites, blogs, databases, articles and personal websites. The following constructs have been identified: “In-store advertising” and “The strategic use of shelf space and merchandising.” In-Store Advertising: Retailers and Marketers need to understand the path of the shopper in order to attain the sales. New store formats, in store advertising, pop up marketing services and loyalty programs all have an effect on the buying behaviour of the consumer. Knowing the shoppers paths to purchase will help in getting that sale. Studies have shown (Nielsien, 2013) that a shoppers basket only reflect 72% of their intended purchases. The other 28% is due to what we used to refer to as impulse purchases. Influencing factors such as how the shopper receives, accepts, and uses information by individuals or adverts (Dholakia, 1979). However Nielsen (Nielsien, 2013) has uncovered that these are not impulse purchases rather influence of factors such as in store advertising that cause a consumer to be brought out of their subconscious purchasing behaviour into a conscious one to buy a specific product......

Words: 6025 - Pages: 25

Premium Essay

Advanced Degree

...Advanced Degreed Nurses Improve Patient Safety ADVANCED DEGREED NURSES IMPROVE PATIENT SAFETY Nurses have an obligation to patients and to patients’ families to deliver competent and safe quality of care. The American Association of Colleges of Nursing stated “education has a significant impact on the knowledge and competencies of the nurse clinician.” (Fact sheet AACN). My choice to return to school is a direct reflection on my commitment to give the absolute best care possible. In my nursing career I have been privileged to work as both a floor nurse and a management nurse each requiring their own level of nursing and understanding of all aspects of patient quality. As nurses’ duties increase in difficulty and diversity, so must our knowledge base. The Tricouncil for nursing issued a “calling all RN/s to advance their education in the interest of enhancing quality and safety across the settings.”(May 2010). Advanced level nurses not only give excellent patient care increasing safety, but also serve as mentors and role model to new graduate nurses and ancillary nursing staff. This increases patient safety, allow the new nurses to grow in a positive learning environment and results in overall improved quality of care. Throughout the past two years I have worked as a pool nurse going to the various hospital departments improving my clinical skill and adding to by core of nursing knowledge. In that time I have met and worked with several of the advanced level......

Words: 364 - Pages: 2

Premium Essay

Advanced Technologu

...utilize for the further development of the company. In response to this idea, R&D group of ART has opened Indian Technical Center (ITC) in 2000. Filtration Unit:- Our main area of discussion is regarding Filtration unit that struggled hard to reach at a success level. This business has been acquired in 1996 from oil and gas Service Company. Its core products are relating to the Government requirement of recycling of water at drilling sites and well heads. A change comes into this business when a 32 years old manager is hired for this unit called Vyas. Having an enthusiastic personality, he immediately starts hiring innovative and creative mind people into his team. Janice Wagner is one of those hired people who have already worked as marketing department of HVAC division of ART Inc. Small scale Oxidation Unit:- Vyas has a strong belief that innovation is the key to success. So to make an innovative culture more strong, he hires a team of technology evaluation. During his review of current and some near past project, he came to know that ITC was working on a project of water purification for developing countries water problem. This small scale oxidation project had been set aside because of increased cost. Market analysis:- Vyas closely review the project and convinced that it could be a considerable idea. ITC was so much motivated and developed a promising design of the product. They claimed that this product can process approximately 2000 liters of unhygienic......

Words: 3864 - Pages: 16

Premium Essay

Advanced Accounting

...Advanced Accounting Practice Exam II: (Chapters 11, 15, 16) Multiple Choice (Concepts) 1. Chicago based Corporation X has a number of exporting transactions with companies based in Sweden. Exporting activities result in receivables. If the settlement currency is the Swedish Krona, which of the following will happen by changes in the direct or indirect exchange rates?     A. Option A B. Option B C. Option C D. Option D 2. When a partner retires from a partnership and the retiring partner is paid more than the capital balance in her account, which of the following explains the difference? I. The retiring partner is receiving a bonus from the other partners. II. The retiring partner's goodwill is being recognized.  A. I only B. II only C. Either I or II D. Neither I nor II 3. In the computation of a partner's Loss Absorption Power (LAP), the individual partner's capital balance and profit-and-loss percentage are used in which of the following ways?     A. Option A B. Option B C. Option C D. Option D Multiple Choice (Calculation) . Myway Company sold equipment to a Canadian company for 100,000 Canadian dollars (C$) on January 1, 20X9 with settlement to be in 60 days. On the same date, Alman entered into a 60-day forward contract to sell 100,000 Canadian dollars at a forward rate of 1 C$ = $.94 in order to manage its exposed foreign currency receivable. The forward contract is not designated as a hedge. The spot rates were:    1. Based on the...

Words: 881 - Pages: 4

Premium Essay

Advanced Sport Media & Marketing

...Advanced Sport Media & Marketing Assignment #2- Super Bowl Commercials The Successful NFL Sponsor: Hyundai Background • As an official auto sponsor of the NFL, Hyundai aired four commercials for super bowl, two during the game and two premiering beforehand • The commercials are huge success: “The Chase’ has 23 Million views while “The First date” has 14 million views on YouTube. Two of the four commercials are ranked as the “Top 5 Super Bowl 50 commercials” Situation Assessment • Hyundai is about to launch its high-end sub-brand called Genesis • The “first date” commercial not only successfully advertised the luxury model, but also pinpointed the specific features on of Genesis: car finder • “The Chase” has a exciting, movie-like vibe that demonstrates the remote start feature • “Ryanville” has a casual and funny vibe that introduced the pre-collision breaking system feature of the new 2017 Elantra • “Better” speaks about Hyundai’s philosophy: the drive for better • “Better” sends the most important message: “Why we do it” instead of “What we do” Evaluation of Strategy • All four commercials showcased different features of the car: car-finder, remote-start, pre-collision breaking system, and Hyundai’s “strive for better” philosophy • Three promoted features are often seen in high-end, luxurious cars, with a strong emphasis on safety and family • Hyundai’s adjusting its brand image, with solid strategy to move into higher end of the auto......

Words: 493 - Pages: 2

Premium Essay

Advanced Marketing

...Marketing intelligence should contain the very strategic information that is important for the launch of the service. It should talk about the survey of the neighborhood, the information contained in it helps in strategic planning and critical decision making. Marketing intelligence helps in identifying potential competitors and their marketing positions. It is a set of techniques and principles for systematically, collecting, recording analyzing and interpreting data to aid marketing decision makers. Market intelligence involves gathering information on a regular, ongoing basis to stay in touch with what’s happening in the marketplace it is also important that these reports are combined to form a sort of white paper for the doctors to come to very important decisions based on the type and category of service that they plan to have. This will allow the doctors to speak about the very important concept of price differentiators so that the orthopedic centre ad come to broad price based strategies. This intelligence is a very important tool for taking very important moves for doctors in terms of inputs for services and output for types of services that are expected to be given to target customers. It is also important for Doctors to know if this will be viable in the vicinity and if it is even right for them to start such a service. References Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Upper Saddle River, NJ: Prentice Hall. ...

Words: 619 - Pages: 3

Premium Essay

Advanced Marketing Concept and Applications

...is segmented into the various age groups, each have to be catered for. Different marketing strategies can be implemented to tap into the different segments. The obstacle facing TRCS is the fast paced changing scene in the industry by consumers and industry players alike. Consumers changes tastes and habits very quickly. Industry players are investing heavily in reinventing themselves to have a bid on the market share. Competition in the industry are held high as there are many established players which are offering promotions which are competitively priced and strategic locations which are near the consumers. With different promotions already available to the public, we are still able to tap into the market. We are able to differentiate ourselves through value added activities such as catering and quality services at the restaurants. This allows us to have an edge over the rest of our competitors. Our company forecast analysis shows using the time series method is the most suitable, given that the figures of the chicken rice mix sauce packs over the last eight years. The historical sales figure was reasonably stable and from the result that we have computed, there is a linear trend in the data and therefore we choose the time series model. In conclusion, we feel that the company should continue to reinvent themselves and not let current competitors bring them down. More marketing campaigns have to be targeted at the youth. Where launching it will in a long......

Words: 4371 - Pages: 18